Breaking Through in Cybersecurity Marketing How to Run B2B Social Media Without Losing Your Mind (or Creativity) with Jacqui Morgan
Episode Summary:
Running social media isn’t easy; so many expectations and trade-offs. You need to be informative yet fun, creative yet professional, and engaging yet consistent, all while keeping things fresh. Even worse, when you manage a massive cybersecurity brand, it’s about more than just posting. It’s about making an impact in a sea of corporate noise. No one does that better than Jacqui Morgan, Global Social Lead at Palo Alto Networks.
Jacqui is the force behind high-impact, creative content that breaks through the typical B2B jargon and excites people about cybersecurity. In this episode, she pulls back the curtain on how her team strikes the perfect balance between strategy and spontaneity, why less can mean more, and how to inject personality into cybersecurity marketing. We also talk about big social media wins, some not-so-great flops, and her dream career outside of tech (hint: it’s delicious).
If you’re ready to remove the boring in your B2B social strategy, this episode is for you!
Timestamps:
[05:15] Running a lean global team without losing creativity: Jacqui breaks down how her small-but-mighty team supports every part of Palo Alto Networks, balancing global regions, creative partners, and agencies while keeping their sanity.
[10:45] Less is more, cutting through the noise: How Jacqui prioritizes quality over quantity, scales back on low-impact requests, and positions the social team as strategic partners—not order takers.
[15:30] Making cybersecurity social fun: Why creativity is crucial, how her team injects personality into LinkedIn content, and their approach to standing out in a traditionally dry space.
[20:20] Agency partnerships done right: Jacqui shares how to transform agency relationships from transactional to true creative partnerships and how trust plays a key role.
[25:15] Campaign wins & lessons from flops: Hear the story of a bold, standout campaign at a significant conference, plus a candid look at a past misstep and the lessons Jacqui walked away with.
[30:40] Getting leadership buy-in: Why building internal trust and strong relationships with executives, marketers, and sales teams is key to social media success.
[35:10] Jacqui’s dream career (hint: it’s delicious): We wrap up with her fun, non-tech dream job—and it’s something you might just want to visit one day.
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